Monthly Archives: June 2008

Social TV

I’ve spoken in the past about our local CBS affiliate WTSP-10 and their Moms Tampa Bay effort as a great example of “old media” that gets Social and has created something quite powerful using that ‘ol stick of theirs.

WTSP’s 6 PM newscast now features “news pics” sent in by viewers in almost every show.  They headline the story, run through the video they have, and on the way out, the anchor says,

“Here’s some pictures of the scene sent in by our viewers”.

Nice effort to be more interactive.  If I was going to Optimize it, I’d like to see it a bit more personalization, which increases the prep time, of course.  But it would be nice to hear the anchor say “Jody in Seminole sent us this picture” or something similar. 

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Marketing Bands: the Numbers

(A post by post index of this Marketing Bands Series is here.)

Just wanted to add a quick piece about the results of Optimizing the Bands (see Band Model) – this is the Marketing Productivity Blog after all!  Thanks Moe for the reminder

As we Optimized, there were changes in budget allocation by Band, and as a result there was an increase in Net Customer Value – the goal of the Optimization program in the first place.  For those of you not following the whole story, the budget remained constant, we simply allocated it to the highest and best use through testing.

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